The Theoretical Research Of EstablIshing Brand And Applying On Cosmetics Industry

In 21 century, the world entered into an internationalized competing time of brand. Establishing, cultivating and developing well-known brand becomes a long term expanding strategy for an enterprise. With the rapid developing of Chinese economy, market economy becomes more and more deeply and closely merging into global economy. Establishing brand becomes a vital matter of immediate urgency and is the necessary way for Chinese enterprise being successful.At present, the theory of establishing a brand is in short, especially those theory and practical operational methods that can be used systematically in the stage of establishing brand. This article studies and discusses the above issues on the basis of reading an researching a large number of literature and books, and also combines the practical work done by the writer on cosmetics business.The article begins with the theoretical research of establishing brand, think establishing brand as a timeliness process and possessing complete item circle, and separate it into several stages of brand strategy, brand position, brand image shaping and brand primary popularizing. Then, it carries out systematically theoretic and methodological research and discuss on these stages. On the stage of brand strategy, the method of combining Michael Porter strategic analyzing model and element separation method for strategic decision is brought up; On the stage of brand position, the article emphasizes on the importance of market position; on the stage of brand image shaping, the article submits several tools for researching and analyzing brand, at the same time, emphasizes the importance of brand denomination and systematically marker design, and primary theoretically makes an elaboration and conclusion on them. On the stage of brand primary popularizing, the article elaborates and analyzes several strategy usually used in the stage of primary popularizing, preliminary summarizes the theory framework and working method for establishing a brand. Late, through the introduction and analysis on the related concept and method on the item management, the article points out the essence of establishing brand is an item, submits the point of view of taking systematizing, muti-level, dynamic management on brand establishing. Simultaneously, the article states the organic integration of the two on lays, thereby it applies some tools of levels, target managing model and item management into the course of brand establishing.At last, the writer combines his actual practice in establishing of a cosmeticsbrand, make a further expatiation on how to conduct practical operation according to brand establishing stage theory, on aspects of how to make a strategic decision on brand, how to do image shaping, how to popularize and evaluate brand. Also the writer probes into the feasibility and effect of the combination of brand establishing and item management, tries to set a complete operational structure and model for brand establishing which can be put into practice in most cases, to further perfect the theory of brand establishing.The research indicates that the combination of the two enlarges the utilization and practice scale of item management, and enhances the anticipation function and strategy function of brand establishing in management for brand. In the meantime, it solves the problems of dealing with an emergency, resource wasting, delay, power dispersing and efficiency improving met in the course of brand establishing. The article combines theory with practice, has strong pertinence, has great value for brand establishing.